MUJI: Continuity Of Brand Concept And Strong Customer Gathering Power.

In recent years, some fast fashion brands have no longer been able to attack the city, but Spain's fast fashion ZARA is still growing at an alarming rate, and even the giant UNIQLO is in deep trouble.

MUJI, the same origin in Japan, has emerged in recent years.

Market data show that China will have 500 million people in the middle class in the future.

Gradually awakening.

They gradually grew tired of mediocrity, poor quality, no individuality products, instead of pursuing high quality products and services.

MUJI is clearly aware of this. In this era of product kings, they use practicality as the essence to create cost-effective products; they have been positioning and adhering to the "reasonable, so cheap" concept.

At the same time, we pay great attention to the sense of product design, so as to ensure the continuity of brand idea and the gathering power of products.

While doing a good job of product quality, Yamamoto Naomiyuki revealed that MUJI will further expand its product line. "We want to be able to grow with customers, or increase with the age of customers, and expand children's clothes and furniture and so on, to create a better environment for customers to live."

From the beginning of the supermarket's own brand to today's stores, covering 27 countries and regions such as Europe, America, East Asia, southwest Asia and Oceania, as of 2015, the revenue scale exceeded 300 billion yen, and the stores reached 758 world-class retail enterprises.

In the end, when the retail industry was in the doldrums, sales continued to maintain considerable growth. This reporter interviewed Mr. Yamamoto Naomiyuki, managing director of MUJI Shanghai headquarters.

"We are making the following assumption: when customers are choosing products, we will be the first selected brand, and want to be such an enterprise."

About the eventual existence of

The impact of the formation, Yamamoto Naomiyuki described to reporters.

Formerly Muji is often compared with UNIQLO, but now Mr. Yamamoto wants to compare the brand with IKEA. At present, MUJI BOOKS, MUJI YOURSELF and MUJI restaurant in China all highlight the integration and upgrading of MUJI in all aspects.

Entering the world flagship store of Muji in Shanghai, Huaihailu Road, you can experience collocation advice and design guidance from home advisers while choosing goods.

"This not only allows consumers to buy from the purchase of single products, but also increases customer satisfaction, while turnover is also growing rapidly. This has been shown in the flagship store of Shanghai."

Mr. Yamamoto also revealed that not only is the flagship store able to enjoy such services, but every store in the future will be equipped with relevant professionals.

In fact, since 2014, Muji has already made five rounds of price cuts, especially in the week after the latest new pricing campaign, sales increased by 170% compared with last year, and sales were almost two times that of last year.

It can be said that Muji is not only a brand, but also a culture. In perfect management, it reflects the value of shops and brands. This is also the key to Muji's pformation from grocery stores to lifestyle contractors.

In addition to consumer upgrades, the most sensitive prices for customers are

It is constantly making adjustments.

"We also try to reduce prices, like clothing companies, using the means of selling prices.

But this will be more tiring for customers and for us. This is mainly for those who want customers to buy back to try, because the MUJI's starting point is to go to the customer's hands at the lowest price, and has been working hard to do this.

MUJI is expected to achieve the basic parity between China and Japan in 2018.